Pre-Fall 23 | ‘Nowness of Then’ Campaign
Amidst the curves and contours of his Sydney showroom, ‘The Rental’, ELLISON STUDIOS. CEO and Co-Founder Leigh McKeown speaks with the Aje Report to explore his insights, inspirations, and aspirations. Below, hear from the visionary and discover his curated canvas for Libertine’s latest campaign.
What was the catalyst for you to create ELLISON STUDIOS.?
We had identified a gap in the home space where the mid-market ended and the luxury market began. As a studio, we knew we wanted interesting pieces in our homes but didn’t have the budget for the international brands. That's where the idea ultimately came from – our personal need to style our own homes with pieces that were affordable but driven by design.
How has your initial vision evolved over time?
Some elements of the initial vision have evolved over the last 7 years as the brand has grown, but the core desire to deliver beautiful and affordable pieces to our community is pretty much unchanged from day one.
How did your background in fashion influence your brand identity?
My background in the fashion industry is weaved through the DNA of the brand and all our touch points. The fashion industry is the birthplace of so many new ideas when it comes to brand, and we’ve tried to bring that same level of experimentation and fun into the home space through our brand.
How do you celebrate your Australian roots through design?
On the global stage, Australia is famous as a lifestyle destination, and we are known to be a relaxed bunch of people. Especially in the world of design, which can be quite uptight at times, we ensure our work as a studio feels humble, relatable and relaxed. It’s what I love about being an Australian brand – our ability to be playful and not so serious on the global stage. I think that spirit always resonates with people.
Your work is uniquely nostalgic. How do you pay homage to the past while creating pieces for the now?
It’s a fine balance, but nostalgia is critical in our work. Ultimately, when people are reminded of a time in their personal history, they will feel their most relaxed in their homes. That’s what we try to incorporate. Feeling “ at home” is more about an emotional connection to space, so we try to find a design language to tell that personal story. Be it a material, shape or even a word that brings memories flooding back – that’s how you can really craft something special for a home.
Your brand was born in the digital landscape, but your Sydney concept space, 'The Rental, ' represents an exciting expansion into the physical – how did you approach bridging these two worlds?
It’s been a fun project and a long time coming. When we found this 100-year-old loft apartment in Sydney, we knew instantly that she was the one. Our worlds of furniture, fashion, music and art were all able to merge to create this space. I hate the word “immersive”, but that’s really what we were aiming for. Creating a place where our community could step into our Instagram feed was the brief, and I think our team got pretty close. More than furniture – the space needed to create a feeling.
What is on the horizon for ELLISON STUDIOS.?
We have a number of new designs and projects launching over the next few months, as well as some fun collaborations with like-minded creatives – basically, any excuse to work with our mates.
